In response to the ongoing actors’ and writers’ strike, the Alliance of Motion Picture and Television Producers (AMPTP) has enlisted the help of crisis management firm, the Levinson Group, to assist with their messaging efforts. The strike has brought unprecedented national attention to the studios’ trade association, and the resulting work stoppages are causing severe economic consequences across the industry.
Both the AMPTP and the Levinson Group declined to comment on the partnership. Led by Molly Levinson, a former political director at CNN and CBS, the Levinson Group specializes in providing strategic advice to corporate clients with reputational and risk concerns. Levinson is known for her work countering the “Pizzagate” conspiracy theory on behalf of the restaurant Comet Ping Pong, as well as advocating for pay equity for the U.S. Women’s National Team.
The addition of the Levinson Group to the AMPTP’s team complements the association’s two existing media consultants. Chris Day, previously the longtime communications head for UTA, and Scott Rowe, who has decades of experience in messaging for Warner Bros, both have extensive careers in Hollywood.
This is not the first time the AMPTP has sought assistance from the political world during a strike. In the 2007-2008 Writers Guild of America (WGA) stoppage, the association brought on Democratic Party operatives Chris Lehane and Mark Fabiani, who had previously worked with the Screen Actors Guild during its impasse with the Association of Talent Agents in 2002.
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Not only the studios, but also SAG-AFTRA – the union representing actors and other entertainment professionals – has enlisted PR support during the current standoff. Precision Strategies, led by Stephanie Cutter, who served as deputy campaign manager for Barack Obama’s 2012 presidential run, has been hired by SAG-AFTRA to assist with their messaging efforts.
Since the Writers Guild initiated the strike in early May due to a failure to reach a new labor contract agreement, the AMPTP, its member companies, and their CEOs have faced increasing criticism. Workers have taken to social media to make their case, while the AMPTP has chosen to remain silent, except for a few missteps, such as Disney chief Bob Iger’s controversial remarks at the Sun Valley conference.
The selection of the Levinson Group comes after the AMPTP considered several other firms. The action plan has not yet been finalized, but it is expected to be implemented following the breakdown of talks between the AMPTP and the WGA. The union condemned the association’s decision to publicly release the studios’ counteroffer on August 22, viewing it as an attempt to bypass the negotiating committee.
It is clear that both sides in the strike are actively seeking to improve their messaging and public image. With severe economic consequences at stake, the AMPTP and SAG-AFTRA are turning to experienced crisis management and PR firms to navigate this challenging and high-profile situation.
In conclusion, the hiring of the Levinson Group by the AMPTP highlights the increasing importance of effective messaging and public relations in the midst of a strike. The current labor stoppages in the entertainment industry have significant economic impacts and are generating intense scrutiny. By enlisting the help of crisis management and PR experts, the AMPTP and SAG-AFTRA are taking steps to shape the narrative and public perception during this critical period. Both sides are recognizing the need to effectively communicate their positions and mitigate any potential reputational damage. As the strike continues with no end in sight, it remains to be seen how these PR strategies will impact the outcome of the negotiations and the overall resolution of the dispute.
